ANALISIS KOMPARASI PROMOROSI SOSIAL MEDIA DAN REVIEW PRODUK PADA MARKETPLACE TOKOPEDIA DAN LAZADA TERHADAP KEPUTUSAN PEMBELIAN

Firmansyah, Achmad Arief (2021) ANALISIS KOMPARASI PROMOROSI SOSIAL MEDIA DAN REVIEW PRODUK PADA MARKETPLACE TOKOPEDIA DAN LAZADA TERHADAP KEPUTUSAN PEMBELIAN. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Seiring maraknya persaingan e-commerce di Indonesia Tokopedia dan Lazada masuk dalam jajaran empat besar perusahaan e-commerce yang merajai pasar belanja online di Indonesia. Tokopedia adalah salah satu perusahaan berbasis digital terbesar di Indonesia. Didirikan pada tanggal 6 Februari 2009 oleh William Tanuwijaya dan Leontinus Alpha Edison dibawah naungan PT. Tokopedia. Lazada Group mengoperasikan situs-situs di Indonesia, Malaysia, Filipina, Singapura, Thailand, dan Vietnam. Lazada Indonesia sendiri didirikan pada tahun 2012 dan beroperasi hingga kini. Untuk PT. Lazada Indonesia sebagai cabang resmi Lazada Group di Indonesia. Terdapat ketimpangan jumlah kunjungan pada kedua marketplace. Penelitian ini menggunakan metode kuantitatif dengan penelitian survey menggunakan kuesioner sebgai instrumennya. Populasi dalam penelitian ini pria dan wanita pengguna aplikasi belanja online dan pernah melakukan pembelian di marketplace Tokopedia dan Lazada. Teknis analisis data yang digunakan untuk menjawab hipotesis adalah uji independent t test. Hasil dari penelitian ini menunjukkan signifikasi 0,045 < 0,05. Yang artinya ada perbedaan yang signifikan pada variabel Review Produk terhadap keputusan pembelian di Tokopedia dan Lazada. Dapat disimpulkan Hal tersebut menunjukkan bahwa terdapat perbedaan review produk yang dilakukan konsumen di Tokopedia dan Lazada.

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